South Korea is preparing to highlight its cultural influence and soft power capabilities during this week's Asia-Pacific Economic Cooperation (APEC) gathering through an extensive showcase of K-beauty products, fine arts, and traditional Korean culture. The Korea Chamber of Commerce and Industry (KCCI), which is hosting the APEC CEO Summit, announced that it has organized a comprehensive series of cultural events designed to demonstrate the country's diverse soft power strengths to approximately 1,700 global business leaders attending the summit.
The cultural showcase aligns with the summit's official theme of "Bridge, Business, Beyond" and represents a strategic effort to promote Korean cultural exports on an international stage. Beginning Tuesday, the KCCI launched an art exhibition featuring works by 10 prominent Korean modern artists at a gallery in Gyeongju, the southeastern city hosting the 2025 APEC summit. The exhibition includes thought-provoking pieces that explore fundamental questions about humanity in the age of artificial intelligence, reflecting contemporary concerns about technology's impact on human identity and society.
A major highlight of the cultural programming includes dedicated K-beauty and wellness events scheduled throughout the week in Gyeongju. Leading Korean cosmetics companies are participating by hosting interactive K-beauty makeup showcases and offering custom cosmetics-making classes specifically designed for the spouses and partners of leaders from APEC member economies as well as global business executives. These hands-on experiences are intended to provide international guests with direct exposure to Korean beauty innovations and techniques.
The timing of these K-beauty events is particularly significant given South Korea's remarkable achievement in the global cosmetics market. According to the KCCI, the country's annual exports of beauty products surpassed the $10 billion milestone for the first time in 2024, underscoring the international appeal and commercial success of Korean cosmetic brands. This achievement has positioned South Korea as a major player in the global beauty industry, making the APEC showcase an opportunity to further expand market reach and brand recognition.
Starting Wednesday, cultural programming will expand to include Korea's traditional beverage culture through a specialized wine and liquor fair. The event will introduce international guests to authentic Korean traditional drinks, with a particular focus on makgeolli, a traditional raw rice wine that has been part of Korean culture for centuries. Attendees will have the opportunity to experience carefully curated pairings of these traditional Korean alcoholic beverages with various Korean dishes, providing a comprehensive cultural and culinary experience.
Park Il-jun, Executive Vice Chairman of the KCCI, emphasized the broader significance of these cultural initiatives within the context of the APEC summit. "The sideline events of the APEC CEO Summit will serve as a platform to showcase South Korea's future vision, which integrates technology and cultural content, to global leaders," Park stated. This integration of traditional culture with modern technology represents South Korea's approach to maintaining cultural identity while embracing innovation and technological advancement in the global marketplace.
